About a year and a half ago, Chipotle started testing vegan Sofritas at restaurants in the Pacific Northwest. The new menu item was successful, and yesterday Chipotle launched a campaign to let vegans and meat eaters know the shredded organic tofu burritos, tacos and bowls are now available in every Chipotle in the country.
The Sofritas have been available at most Chipotles since last spring, but the chain of sustainably-minded, fast-food restaurants is now bringing them to everyone’s attention. In order to attract those who normally don't order the vegan option, yesterday Chipotle offered a deal to diners who ordered a Sofrita. If the customer keeps his Sofrita receipt, he can go back to Chipotle between now and Feb. 28 to get a free menu item. It doesn’t have to be vegan.
The promotion was a hit. Many restaurants ran out of Sofrita filling. DNAinfo reports that those who ran out offered free entrée coupons to anyone who purchased any entrée. When I searched for #sofritas on Twitter, the overwhelming majority of the tweets I saw were from those saying their local Chipotle had run out of the meatless filling.
Sofritas are designed to satisfy everyone, not just vegans. The filling is made from organic Hodo soy that’s shredded like meat. It's braised with “chipotle chilis, roasted poblanos, and a blend of aromatic spices.” The Sofritas page on Chipotle’s website suggests that it will get vegans and carnivores to unite.
Did you get a Sofritas yesterday? If you're a meat eater, I'm curious. Did it satisfy like meat? And, if you're a vegan, how does it compare to other vegan fast-food options?
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- The truth about soy and tofu